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Lisa Arthur of Teradata to Pen Big Data Book

Lisa Arthur
Lisa Arthur

Lisa Arthur, chief marketing officer at Teradata, has signed an agreement with Wiley Publishing to write a book on data-driven marketing for business executives to learn about disruptions in modern marketing during the big data boom.

Scheduled for publication in October, “Big Data Marketing: Engage Your Customers More Effectively and Drive Value” aims to offer executives scientific approaches, marketing strategies, marketing spend approaches and success stories, Teradata said Wednesday.

Arthur said the book aims to help organizations “understand how digital technologies have disrupted business, why marketing processes have become so chaotic and what their organizations can do to untangle the mess, drive competitive advantage and ultimately, achieve top-line growth.”

The eleven-chapter book will contain appendices on big data insights, a return-on-investment calculator intended to show big data’s benefits and an infographic on what organizations can gain from data-driven marketing.

The book will be available worldwide in English through the Teradata website, as well as via book and e-book retailers.

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